Pop Mart’s new collections divide Southeast Asia: Malaysia loves it, Singapore shrugs

New Milieu Insight data shows that Pop Mart’s latest releases spark three distinct buyer moods across Southeast Asia: high conversion in Malaysia, youth-driven buzz in Thailand, and value resistance in Singapore, highlighting the need for brands to tailor not just pricing, but also launch cadence and creative strategies by market.

Pop Mart’s latest drops, from the nostalgic Teletubbies series to the ever-popular Labubu, have drawn mixed reactions across Southeast Asia, with Malaysia leading the charge in enthusiasm while Singapore remains largely indifferent.

Across the region, one thing is clear: brand love for Pop Mart is far from universal.

Teletubbies collection: Malaysia leads, Singapore lags

Heard about Pop Mart’s new Teletubbies collection? If you haven’t, you’re not alone. While 6 in 10 Malaysians (60%) are familiar with the series (the highest awareness among the three countries) their regional peers can’t say the same. Awareness drops to 39% in Thailand, and even lower in Singapore (35%), where the collection has yet to capture much attention.

That awareness also translates into intent. More than half of Malaysians (56%) said they’re likely to purchase from the Teletubbies collection in the future, compared to 49% of Thais and just 18% of Singaporeans, where 82% said they were not likely to buy.

The age divide is also notable. Younger Thais aged 16-24 showed the strongest interest in the Teletubbies line, while in Malaysia, the 25-44 group drove most of the enthusiasm, suggesting that both nostalgia and collectability appeal differently across generations.

Labubu collection: Waning novelty, but not for everyone

While Labubu once dominated Pop Mart’s shelves and social media feeds, its charm seems to be wearing off, especially in Singapore. Our study revealed that 61% of respondents in both Malaysia and Thailand said they were still interested in Labubu, compared to just 26% in Singapore.

In Singapore, 3 in 5 (60%) said they were never interested in Labubu at all, while another 21% felt it was simply too expensive or not worth the price. By contrast, Malaysians and Thais still display relatively strong engagement, though price remains a common complaint. Among those whose interest has declined, 30% of Malaysians and 38% of Thais cited cost as the top reason, followed by repetitive designs (28% Malaysia; 25% Thailand) and a growing preference for newer collections.

Other collections: Broader appeal in Malaysia and Thailand

When asked about Pop Mart’s other collections beyond Labubu, 46% of Malaysians and 37% of Thais said they preferred them over Labubu, while Singaporeans showed a lack of enthusiasm overall, with more than half (54%) saying they were uninterested in Pop Mart’s other releases too.

The regional picture: Three markets, three moods

Taken together, the findings reveal a striking split across Southeast Asia.

• Malaysia stands out as Pop Mart’s strongest market: high awareness, strong purchase intent, and continued affection for both classic and new releases.
• Thailand shows balanced engagement, with loyal collectors (especially among older adults) and growing interest from younger fans.
• Singapore, however, remains a tougher crowd to please: low awareness, low intent, and a perception that Pop Mart’s designs may not justify their price tag.

A brand at a crossroads

Pop Mart’s challenge ahead may be less about novelty and more about sustaining long-term appeal. As the data shows, price sensitivity and design fatigue are emerging themes across markets. The brand’s future success in Southeast Asia may depend on how it balances affordability, freshness, and nostalgia, while finding ways to win over skeptical audiences like those in Singapore.

‍About the study
This study was conducted via Milieu Insight’s proprietary survey community with N=501 in Singapore, N=500 in Malaysia, and N=501 in Thailand (N=1,502 overall). The data represents residents aged 16 and above, with fieldwork conducted from 23rd to 26th September 2025.